of a Mouse Sharing technical information in a digital world Lin - - PowerPoint PPT Presentation

Questions Answered at the Click

• f a Mouse

Sharing technical information in a digital world

Lin Carson, PhD

BAKERpedia CEO | Founder

Who is BAKERpedia?

How? By understanding the digital marketing world and where the public is spending time. Here’s what we’ve learned.

1

The only global online commercial digital baking resource. A free platform combining features of Google & Wikipedia that evolved into the leading voice for innovative baking solutions with thousands of followers and users.

“ “

2

The Problem

Access to baking science information:

Expensive to fix problems on high-speed lines Unreliable and not science-based Membership needed to unlock it

• Troublesome. Let’s ask the Dr.

3

Our Solution

A reliable, science-based resource freely available, with a sponsorship model.

+ =

4

Today, BAKERpedia is...

Up to date science Unbiased & reliable Blogs Technical newsletter Innovation review committee

The ONLY central digital resource for the commercial baking industry worldwide.

Why did I choose digital media?

By now, BAKERpedia is over 800 pages strong and more than 18 million pages have been read

1

What’s got me excited about the education space is the growth of the internet over the next 10, 20, 30 years

“ “

Reed Hastings, CEO | Netflix

Where are consumers these days?

Running in masses towards new digital sources for information.

5

As a result, the way content is created and marketed is shifting as well.

Internet Use

6

By 2021, it is projected 53.6% of the population will use the internet.

Growth of Global Internet Users

Source: Internet World Stats, 2014

Mobile Use

7

Percentage of all global web pages served to mobile phones

Source: Worldwide; eMarketer; 2014 to 2017/Statista 2018

Social Media Use

8

Social Media Use Over Time

Source: PEW Research center Survey, 2018

Advertising Spending

9

Global Ad Spending by Medium 2010 - 2020

Source: Zenith, March 2018

Digital Content and Advertising

Writing & marketing for online audiences

10 10

✓ More choices ✓ More control ✓ Less time ✓ Search engine algorithms ✓ Social media

Scientific Content

11 11

Online, scientific content can usually be grouped into two main camps:

• 1. Long-form scientific papers and

journals with jargon-filled writing.

• 1. Short, snappy content that lacks

references and is sprinkled with pseudoscience and misinformation.

Is there a successful middle ground?

The BAKERpedia Approach

12 12

Smart Scientific Writing SEO Strategies Tech Savvy Collaborative Spirit

Smart Scientific Writing

13 13

Keep it Short

• Put important information at the top
• Keep the reference list short and relevant

Keep it Visual

• Images, infographics, and videos
• Visual content is more likely to be shared

Keep it Real

• Keep the reader’s interests and needs in mind
• Keep facts and research conversational

The big one...

SEO = Search Engine Optimization

14 14

SEO is essential for getting your content discovered and to rank high on search engine result pages (SERP).

SERP

15 15

Why is ranking high on SERP a big deal?

• 1. The Click Through Rate for

Position 1 is 32.5%

• 1. It gives you traffic and brand-

recognition

• 1. 100% earned, not paid for

You get there with keywords, backlinks, SMO, and quality content

Keywords

16 16

Keywords are a key word or phrase that sums up the subject of your content or webpage.

• Do research to find popular keywords
• Place strategically in content/meta content
• Don’t force them, or Google will ignore them

Check out AnswerThePublic.com or Google Keywords

Backlinks

17 17

A backlink is a hyperlink from one website to another, placed in the copy of the text.

• Building relationships
• Sending referral traffic
• Brand awareness
• Higher SERP ranking

DON’T: get backlinks from any website!

SMO

18 18

• 1. Strengthen your brand and boost visibility
• 1. Generate leads and increase sales
• 1. Build both familiarity and trust for your

business

• 1. Consumers will see you recommended by
• thers

DON’T: blast social media channels without a plan

Quality Content

19 19

Content is the vehicle that carries the many parts of SEO:

• Substance to keywords
• Content to backlinks
• Shareable on social media
• Authoritative and reliable

Once you have it, share it!

Tech Savvy

20 20

Stay up to date with media trends. Know where your audience is and where they are headed.

• Best SEO practices
• Podcasts
• Voice Search
• Bakery and technology innovations

Collaborative Spirit

Help us make this the new normal for the baking and food industry!

21 21

Share ideas, technologies, backlinks, and social shoutouts!

Find all your baking answers at

BAKERpedia.com